The campaign was developed by Bader Rutter, Milwaukee, and includes print, online, direct and trade show support.
“It’s been 30 years since we brought a new product to market in this industry,” said Karen Parsons, marketing communications manager at Eastman Chemical.
“The message we’re trying to create is that Eastman Tritan is a new generation copolyester. It is truly a new monomer and a new science. It doesn’t happen very often in the marketplace.” Tritan has properties including heat resistance and ease of processing, which allow Eastman to compete in markets it previously had not had a large presence in, such as housewares and small appliances, Parsons said.
To bring the product to market, Eastman Chemical began working with Bader Rudder about two years ago, during the initial phases of product development.
“It was very critical to bring in the agency early,” Parsons said. “We really nailed down the branding and the messaging, then brought in creative design.”
The product was debuted last month during K 2007 Dusseldorf, the International Trade Fair for Plastics and Rubber Worldwide. The trade show is the leading event for the rubber and plastics industry and attracted close to 250,000 attendees.
Eastman Chemical held a media event during the show to introduce the new product, had a significant trade booth presence, ran an insert in K Show Daily and had print ads in publications including Modern Plastics Worldwide, Plastics News and Plastics Technology. It also launched an online campaign and used e-mail and direct mail to reach the target audience.
“For the target audience, which includes brand owners and designers, Tritan brings a practical opportunity to enhance things they already make or help them design new products,” said Curtis Gorrell, VP-account group leader at Bader Rudder. “In looking at what this brand represents, we wanted to communicate design freedom and flexibility.”
The campaign, which has the tagline, “Transform,” features visuals of copolyester pellets coming together to form images, including a chameleon and a flower. “The chameleon represents versatility, and the flower represents creativity,” Gorrell said.
These images were used in the print ads, an online campaign, direct mail, sales collateral, trade booth materials and Eastman’s Web site at www.eastman.com/tritan.